PUBLIC OPINION > Stussy's 'Strip for Likes' Campaign Is Questionable
Living 2012/04/16 21:00:00
Clothing brand Stüssy's Amsterdam branch is experimenting with a risque new ad campaign rooted in Facebook's "like" system, called "Strip for Likes." They started with a model dressed in several layers -- multiple hats, a couple pairs of pants, some scarves, a parka, a few hoodies, fanny pack, backpack -- and as the campaign page received more likes, they posted pictures of the model removing an article of clothes. A good 20 or so shots in, she was standing back to the camera with nothing but a bikini bottom on. We asked the public if the campaign was OK or questionable.
The overall vote was against the campaign, but only by a couple of points. There was still a large percentage of voters who responded well to the campaign. However, as you'll see, the results of this particular topic were extremely divided. The Top Opinion read, "What happened to self-respect? Apparently it's just about dead." Another commenter wrote, "Anything with models stripping is OK in my book." Allow us to shed some light on the stark difference in opinion. Believe it or not, politics and religion weren't even in the top three reasons.
Marketing for Men
Men were exactly twice as likely as women to give the campaign a thumbs up -- 68% and 34% respectively. This is probably the most obvious difference, but it was also the largest, so we couldn't leave it out. Clearly, the ad is not directed at women.
Strip for Drinks
The next-largest gap was between drinkers and nondrinkers, with a 28% difference. Because women voted so low overall, it almost seems logical to infer that men are more likely to label themselves "drinkers." But it also makes sense that people who drink away the pain would be willing to click away the clothes. Simple solutions.
Bigger Like It Better
Now this one isn't quite as obvious, but it still seems to have had more of an impact on how people responded than religion or politics, which many respondents expected to be the reason for such a close call. Believe it or not, the heaviest respondents were 29% more likely to throw down for the ad than the thinnest.
If you'd like to vote on this question, dig deeper into the demographics, or engage in existing discussion about the topic, visit our poll about "Strip for Likes." We'd love to hear from you!
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